2022Q2 overseas brand social media influence: giants continue to lead, new brands emerge
2022Q2 "BrandOS TOP100 Overseas Brand Social Media Influence List" (hereinafter referred to as the BrandOS list) is released as scheduled!
In Q2, which industries are more likely to attract attention overseas? Which brands are more attractive to consumers? What are the new trends on social media platforms that overseas brands need to pay attention to? Let’s take a look at the interpretation of the list.
1. The overall trend
The threshold for entering the list continues to increase, application brands are emerging, and consumer electronics and game brands have strong influence
The barrier to entry (No. 100) on the BrandOS list has risen for five consecutive quarters.
Compared with the same period last year (2021Q2 list), the 100th brand in the overall list has increased by 169%. It can be seen that with the continuous development of Chinese brands going overseas, the overall influence of Chinese brands on overseas social media platforms is gradually increasing.
From the overall brand OS score of the industry, we can see that the application (non-game) industry has the highest average score in the industry. Non-game application brands are gradually paying more attention to overseas social media marketing, and have achieved excellent performance on social media platforms.
Paying attention to this trend, this list has added the sub-list of "App (non-game) overseas brand social media influence list", hoping to help more non-game application overseas brands understand this trend. The industry as a whole and the influence of different brands on overseas social media platforms.
In addition to non-game application brands, we also found that the overall overseas social media influence of the consumer electronics and game industries is still strong. The industry average scores of these two industry brands' OS scores are higher than the TOP100 average score, second only to the application (non-game) industry.
When we turn our attention from the brand OS score to the industry distribution of the listed brands, we can highlight the wonderful performance of these two industries:
Among the TOP100 brands, 28% are from the gaming industry and 27% are from the consumer electronics industry;
Among the TOP30 brands, the proportion is even higher, with 46% from the consumer electronics industry and 27% from the gaming industry. These two sets of data are much higher than other industries.
Going overseas and going global has always been one of the important means for the development of Chinese game brands in recent years, especially the overseas game brands represented by "Genshin Impact", which have been targeting the international market since the planning period, pay more attention to player experience and social media discussion and discussion. The shaping of influence. With the re-release of domestic game version numbers, the game industry has been injected with new vitality, which has also played a role in promoting domestic high-quality games to go overseas.
Consumer electronics, represented by mobile phone brands, have always been the "powerhouse" among Chinese overseas brands. With solid technology and strong supply chain advantages, Chinese consumer electronics brands can gain a firm foothold in overseas markets with high quality, high yield and price advantages, and at the same time cut into social media marketing from an international and localized perspective, winning the Victory in the battle for social media influence.
Take Xiaomi, which ranks first in the consumer electronics industry segment list, as an example.
When we compare Xiaomi's best social media homepage in Q2 - Twitter global page and Samsung's Twitter global page, we can find that under the premise that the number of homepage fans is millions vs tens of millions (4.0021 million for Xiaomi vs. 12.5051 million for Samsung) , Xiaomi's Twitter global page still has a super high homepage OS score of 827.9 points, while Samsung's Twitter global page only has a homepage OS score of 814.3 points.
2. New changes
The most new game brands are on the list, and the industrial manufacturing industry pays more attention to social media marketing
The number of new brands on the list in this issue is the same as that in the previous issue, both being 17.
Among them, the number of newly-listed brands in the game category is the largest (7), the number of newly-listed brands in the industrial manufacturing category ranks second (4), and the number of newly-listed brands in other industries (travel services, consumer electronics, applications) is 2 indivual.
It can be seen that game brands have a strong sense of social media influence in the overall Chinese overseas brands, and industrial manufacturing industry brands are also paying more attention to social media marketing.
The ranking distribution of newly-listed brands is generally at the bottom of the overall list. Compared with overseas brands ranked at the head and waist, they still need to invest more in social media marketing (such as more frequent posts, more interactive activities, more timely response to user feedback, etc.).
However, we can still see some strategies and methods to help the newly-listed brands quickly gain social media influence from the game brand “Shenjue”, which ranks the highest among the newly-listed brands.
The 3D vertical screen card game "God Awakened" produced by Lilith Games was officially launched in May and won the 34th place in the overall list in this issue. not open.
Let's take the Twitter international server homepage @dislyte with the highest OS score (488.4 points) on the homepage of "Shenjue" as an example, and let's take a look at what "Shenjue" has adopted on social media during the official launch of the new game. effective action.
1 With the launch of the game as a node, video promotional videos will be released in stages to continuously empower:
"God Awakened" began its trial operation overseas in March 2021, so it has accumulated a group of loyal fans before the game was officially launched.
Taking the official launch of the game as the time node, in addition to continuing to publish the game characters and gameplay related content on its official Twitter account, "Shenjue" began to continuously release the game world view in the first two weeks and the first two weeks of the game's official launch. , gameplay, team interviews and other basic content promotional videos.
The form of short video is easier to spread, and it can also intuitively make it easier for potential users who are not original players to understand the game.
2 Emphasize the diversity and inclusiveness of game characters and content, and gain recognition:
The character setting reference in the game "God Awakened" comes from the gods in multiple mythological systems, and currently there are Chinese, Egyptian, Nordic, and Greek gods.
Therefore, from the very beginning of character design, the game has considered cultural diversity and inclusion. At the same time, we can also see from the visual design of the characters that "Shenjue" adopts a European and American style of painting that is different from Japanese and cute two-dimensional games, and the characters do not only have light skin.
Even from the analysis of its Q2 popular posts from the marketing cloud backend, we can also see that on the Twitter homepage of "God Awakened", the popular characters with dark skin such as brown and brown design account for the majority.
In the once shared Meta "Game Inclusion Report", mobile game players generally believe that "if there are more characters in the game that "represent you or someone like you", they are more likely to download or buy the game. " In the game design and the selection of social media marketing materials, Divine Awakening fully reflects diversity and inclusiveness, so it has also been recognized by gamers.
2022Q2 List Interpretation 01 Conclusion
Chinese game brands are deeply loved by players around the world and are rapidly innovating;
Chinese consumer electronics brands are never slack in competing with the world's number one player;
Chinese industrial manufacturing brands are moving from manufacturing to "intelligent manufacturing", creating unique Chinese speed and quality
……
The process of going overseas continues to deepen, and social media has increasingly become an important brand marketing position and public opinion position for overseas brands. From the quarterly changes of the "BrandOS TOP100 Overseas Brand Social Media Influence List", we can see the actions and efforts taken by different industries and brands in the process of entering overseas.